skip to main content
Idioma:

An Anthropologist Walks into a Bar

Madsbjerg, Christian ; Rasmussen, Mikkel B

Harvard business review, 2014-03, Vol.92 (3), p.80

Boston: Harvard Business Review

Texto completo disponível

Citações Citado por
  • Título:
    An Anthropologist Walks into a Bar
  • Autor: Madsbjerg, Christian ; Rasmussen, Mikkel B
  • Assuntos: Anthropology ; Case studies ; Consumer behavior ; Corporate culture ; Customer relations ; Decision making ; Guidelines ; Market strategy ; Problem solving ; Product development ; Social sciences ; Strategic management
  • É parte de: Harvard business review, 2014-03, Vol.92 (3), p.80
  • Notas: content type line 24
    ObjectType-Feature-1
    SourceType-Magazines-1
  • Descrição: When "BeerCo," a major European brewing company, found its pub sales falling, market research and competitive analysis provided no help. So it sent out a team of social anthropologists to investigate. The resulting data, including field notes, photographs, and videos, yielded insights that prompted the company to revamp its promotional materials and training methods. Sales rebounded within two years and are still growing. BeerCo's story shows how the emerging approach of "sensemaking" can illuminate customers' true needs and facilitate successful transformations of product development, organizational culture, and corporate strategy. Rooted in the human sciences - anthropology, sociology, political science, and philosophy - sensemaking is a five-step process. Companies must: 1. Reframe the problem, focusing on the customer's experience of the product and the market. 2. Collect raw, firsthand data. 3. Find patterns in the date. 4. Generate new insights. 5. Translate those insights into initiatives. Sensemaking can help solve some of the toughest business problems and enables leaders to think creatively about what business they're really in.
  • Editor: Boston: Harvard Business Review
  • Idioma: Inglês
Voltar para lista de resultados
Resultado  1 AvançarIr para próxima página

  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

Buscando em bases de dados remotas. Favor aguardar.